This document summarizes Carol Smith's presentation on selling UX design. It discusses challenges to adopting UX like time, cost and lack of access to users. It provides tips for selling UX like focusing on user needs to help teams, using data to make decisions and explaining choices clearly. Testing with 5 users can find most issues but more may be needed depending on the user group. Fixing problems early in design saves significant costs compared to later in the development process. Adopting UX can increase sales, save time and money, and create happier customers.
6.
Help the team:
understand user’s point of view
identify new opportunities
prioritize content and solutions
design for user’s needs and behaviors
create new solutions
8.
You may sell UX to:
Clients
Project/Product Managers
Developers
Designers
Managers
Executives
9.
Explain how the choices you’ve made lead
to a successful project. This isn’t magic, it’s
math.
Show your work. Don’t hope someone
“gets it,” and don’t blame them if they don’t
— convince them.
Mike Monteiro, Design Is a Job via http://uxdesign.smashingmagazine.com/2013/02/20/sell-design-solution-clients/
10.
Focus on interest, not positions
Need to make a great experience
Benefits for user and organization
Savings of time, money, resources, effort, etc.
Watch your pronouns
We not them
11. Want to Sell UX? Stop Talking UX!
by Lis Hubert, UX Consultant at Independent on Sep 05, 2013. http://www.slideshare.net/lishubert/want-to-sell-ux-stop-talking-ux
20.
More than 83% of Internet users are likely to
leave a Web site if…too many clicks to find
what they’re looking for.
-Arthur Andersen, 2001
Vague, Misleading Links are the Culprit
Bias, Randolph, G. and Deborah J. Mayhew. Cost-Justifying Usability: An Update for the Internet Age. 2005.
26.
How much is their time worth?
1 Hour of training?
1 Day of training?
1 Week of training?
Company was able to eliminate training and
save $140,000
AT&T saved $2,500,000 in training expenses
Bias & Mayhew, 1994
http://www.upassoc.org/usability_resources/usability_in_the_real_world/roi_of_usability.html
27.
28. Studies have shown that
testing
5-6 representative users
of each user type
will reveal
80% of usability issues.
http://www.useit.com/alertbox/20000319.html
Jakob Nielsen’s Alertbox. Why You Only Need to Test with 5 Users. March 19, 2000.
29.
This is about people
Statistical significance is not feasible
Time
Cost
ROI would diminish entirely
31. Main Purpose
# of Participants
Convince skeptics (demonstration)
3
Find serious problems
9-12
Find all serious problems
Unknown
Find all problems
Unknown
Measure key parameters
Molich, Rolf. A Critique of “How to Specify the Participant Group Size for Usability Studies: A Practitioner’s Guide” by
Macefield. Journal of Usability Studies. Vol. 5, Issue 3, May 2010. pg. 124-128.
>20
32.
Know your primary user(s) and recruit
carefully
Very specific user group - 5 works
Less well defined - more (8-15 or more)
There is controversy
Study in 2001 was inconclusive due to study
design (Spool and Schroeder)
33.
Testing five users is not always enough
Must be well recruited – not just anyone
Smaller groups do not equate better findings
Low test quality - size doesn’t matter
"Results of usability tests depend considerably
on the evaluator"
- Jacobsen and Hertzum, 2001
Molich, Rolf. A Critique of “How to Specify the Participant Group Size for Usability Studies: A Practitioner’s Guide” by
Macefield. Journal of Usability Studies. Vol. 5, Issue 3, May 2010. pg. 124-128.
36. Once a system is in development,
correcting a problem
costs 10 times as much
as fixing the same problem in design.
If the system had been released,
it costs 100 times as much
relative to fixing in design.
-Gilb, 1988
-Bias, Randolph, G. and Deborah J. Mayhew. Cost-Justifying Usability: An Update for the Internet Age. 2005.
37.
Access to users
Access to data
Before and after
Small
increments of
time and effort
X
# of
employees
over time
=
Potentially huge
savings in time
and money
38.
Small things can make a big difference
$300,000,000 Button
Provide right recommendations by observing
and talking with the customers
Spool, Jared. The $300 Million Button. January 14, 2009.
http://www.uie.com/articles/three_hund_million_button/
Button: BD Create
39.
40.
Pay attention to who approaches you
Look for your comrades
May not be in your area of the organization
Make time to chat with them
Share recent articles about UX
Invite to a UX event locally
Invite to join LinkedIn or other groups online
41.
Use promotions
Remind everyone of successes
Provide templates for planning - include UX
Provide highlights and/or reports that will
help them sell UX
42.
Identify C-level person
Get their support for a small study
Invite them to sessions
Make sure they see benefits gained
Remind them of success next time
Help them become a promoter
45.
Sell more product
Discover unmet needs
Reduce:
Costs (support, training)
Need for updates and maintenance releases
From A Practical Guide to Usability Testing by Joseph Dumas and Janice Redish, 1999. Page 18.
46. “Customers are the only stakeholders who are
not represented in design meetings.
If it hurts users and will cause customers to
leave? Silence.
Unless you speak up. So do it.”
-Jakob Nielsen
Usability Evangelism: Beneficial or Land Grab? By Jakob Nielsen, Ph.D
http://www.developer.nokia.com/Design/Usability_evangelism.xhtml
47. 1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Invite everyone to observe via remote observation
Schedule testing at a regular time
Promote availability of testing internally (Yammer)
Network within organization and share what you do
Present lunch sessions
Invite staff to local UX events
Share recommendations and successes widely
Post information radiators in shared locations
Hold a World Usability Day event next year!
Invite everyone to observe UX sessions in-person
51.
Building Trust and Credibility: How To Sell Your UX Design Solution
To Clients by Rian van der Merwe
http://uxdesign.smashingmagazine.com/2013/02/20/sell-design-solution-clients/
Cost-Justifying Usability: An Update for the Internet Age,
Randolph G. Bias and Deborah J. Mayhew
The $300 Million Button by Jared Spool
Jakob Nielsen’s Alertbox. Why You Only Need to Test with 5 Users.
March 19, 2000.
Measuring the User Experience by Bill Albert and Tom Tullis
Usability Evangelism: Beneficial or Land Grab? by Jakob Nielsen,
Ph.D
http://www.upassoc.org/usability_resources/usability_in_the_real_world/roi_of_
usability.html
Molich, Rolf. A Critique of “How to Specify the Participant Group
Size for Usability Studies: A Practitioner’s Guide” by Macefield.
Journal of Usability Studies. Vol. 5, Issue 3, May 2010. pg. 124-128.
Hinweis der Redaktion
Takes too longCosts too muchYou can’t talk to our CustomersToo much liabilityWhat if they don’t like it?What if something happens to their information?We don’t need that – we know our usersWhat is the ROI of this anyway?